Media Synergy

Synergy- When two companies work together to mutually benefit each other.

Synergy works when different media conglomerates created linked products to promote their product.

Disney Synergy Case Study- High School Musical (HSM)

Disney had synergy following the release of 'High School Musical' in 2006. There were multiple products created off of its release and its franchise (including 'High School Musical 2' and 'High School Musical 3'.) These include:

-DVD Release (Disney Channel Original Movie)
-Official Soundtrack
-'High School Musical: the Ice Tour/On Ice (Feld Entertainment)
-Disney store merchandise such as Clothing, Dolls and Home ware.
-HSM Magic 8 Ball (Partner with Magic 8 Ball)
-Various videogames partnered with PlayStation and Wii
-High School Musical Top Trumps (in partner with Top Trumps.)

Skyfall Synergy

Skyfall was produced and released to mark the 50th Anniversary of Bond. Many industries and brands took advantage of the occasion and partnered with Bond to create products to promote the new film. These include: 

-O.P.I Nails released 12 new lacquers inspired by the film's blend of glamour and danger. From metallic and glitter to jewelled and jet black, the lacquers capture the film's glamorous and sophisticated look.
 

-James Bond 007 Eau du Toilette for Men was released, with the bottle taking the pattern/texture of a grenade.
 

- Bollinger partnered with Bond to create 007 Champagne called '002'
 

-Coca Cola created cans and bottles with the iconic gun-barrel shot from the opening sequence of Bond printing onto the outside. They also ran a competition offering people the chance to win tickets to see Skyfall
 

-Heineken sponsored the film and used Daniel Craig as 007 in a TV advertisement and poster. They also offered people the chance to win tickets to see the film.
 

-Adele partnered with Bond to create the theme song for Skyfall which was, ironically, called "Skyfall." It was published as a single on iTunes.
 

-The Omega Seamaster Watch has been worn by every 007 agent since GoldenEye in 1995. Omega created a new Seamaster to celebrate the release of Skyfall anda nother to commemorate 50 years of Bond. Omeha advertised their new product via TV and digital campaigns.

-007 Legends was released on PC, PS3, Playstation Move (with wand and carry case), XBOX 360 and Wii U.